广告语言的文化差异和翻译艺术

发布时间：2019-03-26 12:03

【摘要】： 广告作为文化的产物，可以更直接地展示语言和文化的关系，所以广告语言是一门具有浓郁文化色彩与时代特点的艺术形式。本文对中、英广告语言进行了探讨，揭示了广告语言中存在的文化差异。然后，文章分析了广告语言翻译中存在的问题，从文化的角度提出了有关广告翻译的艺术的有效方法。因为全球的经济一体化，所以广告语言涉及了大量的文化知识。既然广告语言的目的是劝导目标消费者购买其产品或服务，那么充分理解中西文化差异就成了一项举足轻重的任务。本文从六个方面进行分析，它们依次是一元论和多元论、集体主义和个人主义、含蓄和率直、形象和抽象、权威意识从众心理和自身功效自身价值、生活方式中的静与动。中英广告的互译中，有许多不理想的实例，有的甚至导致了销售挫折。本文分析了问题的原因，主要是由于当今广告翻译中同样蕴藏着大量的文化，而译者却没有足够的文化的驾驭能力，，太拘泥于原文表层。事实上，广告的翻译不是简单的把句子翻译出来。翻译人员要充分运用目标文化知识，把句子后面所承载的思想、概念尤其是文化传递给译入语的目标消费者。所以本文从四个方面提出了有效的艺术翻译方法，它们依次是立意的目标文化导向性、目标文化下的言简意赅易于传诵、应用目标文化中的多种修辞手段和利用目标文化中的有效广告。
[Abstract]:Advertising, as the product of culture, can show the relationship between language and culture more directly, so advertising language is an artistic form with rich cultural color and the characteristics of the times. This paper discusses the Chinese and English advertising language, and reveals the cultural differences in advertising language. Then, the paper analyzes the problems existing in the translation of advertising language, and puts forward some effective methods about the art of advertising translation from the perspective of culture. Because of the global economic integration, advertising language involves a great deal of cultural knowledge. Since the purpose of advertising language is to persuade target consumers to buy their products or services, it is an important task to fully understand the cultural differences between China and the West. This paper analyzes from six aspects: monism and pluralism, collectivism and individualism, implicature and frankness, image and abstraction, consciousness of authority, self-worth of self-efficacy and self-efficacy, quiescence and movement in the way of life. In the translation of Chinese and English advertisements, there are many unsatisfactory examples, some of which even lead to sales setbacks. This paper analyzes the reasons for the problem, mainly because there are also a lot of culture in today's advertising translation, but the translator does not have enough cultural competence, so he is too confined to the surface of the original. In fact, the translation of advertising is not a simple translation of the sentence. Translators should make full use of the knowledge of the target culture and pass on the ideas and concepts behind the sentence, especially the culture, to the target consumers of the target language. Therefore, this paper puts forward effective methods of artistic translation from four aspects, they are the intended target culture orientation in turn, and the succinct and succinct language under the target culture is easy to recite. Apply a variety of rhetorical devices in the target culture and make use of the effective advertising in the target culture.
【学位授予单位】：河北师范大学
【学位级别】：硕士
【学位授予年份】：2003
【分类号】：H059

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